FMC’s Multi-Touch Mural Showcases its Offerings
Offshore drilling rigs aren’t easy to transport to the trade show floor. So technology became the star of oil and gas equipment technology company FMC’s trade show booth, which this year offered a multi-faceted campaign fueled by digital content. With a goal of driving traffic to the booth and engaging reps with potential customers, the digital solutions gave FMC the ability to use a very portable, even mobile, technology to showcase its products and technology, which are large, rigid and not easily transported or explored.
A 15-foot multi-touch mural showing the full range of FMC’s sub-sea, topside and surface product offerings was the heart of the exhibit, accompanied by an iPad companion, a single screen version and deep dives into certain product lines within FMC’s sub-sea technologies. A social media wall featured the company’s YouTube, Twitter, Flickr and Facebook feeds. A Recruitment Station displayed real-time job offerings that attendees could apply for. The campaign followed a formula of Attract, Engage and Extend. The mural attracted audiences from across the show floor and offered high-level overviews of FMC’s various products, while companion applications allowed representatives to speak to attendees more completely. User interaction with the social media and recruitment applications led to direct post-show opportunities between visitors and representatives. A proprietary RTP Platform enabled attendees to have simultaneous interactions with real-time 3D models of the featured products.
Other platforms, including Flash, C# and iOS rounded out the accompanying technologies. Crowd response was amazing. The exhibit was packed continuously and the average dwell time for attendees was way above normal. FMC also received quantitative metrics in the form of social media feedback and job applications.